- The question of launch,
when and how to release the redesign,
isn't simply a question of when, as in,
how about next Friday?
It's more an issue of economics and perception.
Can the client afford to replace every execution
of the original design,
and every touchpoint for the audience?
If the change is dramatic, will it be best
to pull off the bandaid quickly,
and wait for the reaction,
or slowly ease it into the audience's perception?
Large corporations will typically launch
with a light switch, which is another way of saying,
everything changes at once next Friday.
In an instance such as Walmart,
it's impossible to make a dramatic change
over one 24 hour period.
But the intention was to make the change
as seamlessly as possible.
Having two different identities and visual systems
running side-by-side, can make a company seem disorganized.
Smaller clients will be less capable
nor should they throw out every printed item
and produce all new materials at once.
It makes better sense to launch
the most visible touchpoints,
then let the old system slowly disappear
as items need to be replaced or updated.
This is less expensive, and may soften the transition.
You don't want the audience to wake up one morning,
see the new design and think, did they do something bad?
The change may also need a descriptor if the name changed
or the logo is radically different.
It helps the audience recognize the positive attributes
of the previous connection.
It doesn't need to be a tagline
attached to the logo forever, but for a while.
Let the audience know that the company SonicNet
was previously Music Town.
I always ask the owner, CEO, or person making decisions
to write a statement explaining why the new design exists.
It's a way of removing rumors that something is wrong
and can help solidify the brand message.
This message can be added to the website homepage,
first page of a catalog, or any promotional materials.
It's not Moby Dick, the statement simply needs to explain
why the change is positive for the audience,
and what the message is.
I hate to bring this issue up,
but criticism can be part of the job.
20 years ago, a designer created a new design,
released it, and a few friends
commented at a lunch or dinner, that was a good concept.
There may have been detractors inside an organization,
but overall it was a process
between the client and designer.
In the past few years, it has become fashionable
to publicly critique any new design
on blogs and social media.
Any new logo for a well-known client
is run through the internet community.
Even non-designers now add commentary
as to the success or failure of a design.
Our work is public and if we didn't want
anyone commenting, we'd work in the basement
on our own hidden paintings.
But the issue with the rampant public commentary
is lack of context.
Decisions are made based on business goals
or changes that are not apparent
when critiquing the shape of a logo.
I take these comments with a grain of salt.
They hurt and I remember them,
but in the end, we can all do our best work
and focus on the goal of helping the client
and feeling satisfied that we did our best.